hello. · the results. for our client, we’ve achieved incredible results from a very small...

Hello.

@Danny_Blackburn

@stickyeyeswww.stickyeyes.com

!=

;

What is content?

This is content too, right?

Content?

Strategy

Research

Assets

Content

Strategy

Research

Assets

Content

Strategy

Research

Assets

Content

Strategy

Research

Assets

Content

Strategy

Research

Assets

Content

Strategy

Research

Assets

Content

Strategy

Research

Assets

Content`

Strategy

Research

Assets

Content

Consumers are dynamic.

There has to be

a better way.

What do people want and need from you?

“Spotting patterns in

what people wanted in

their lives, and their

obstacles, then creating

content around that

just plain worked.”

Tara-Nicholle NelsonFormer VP of Marketing, Under Armour/MyFitnessPal

Author, The Transformational Consumer

That’s what Google wants too.

•

•

•

•

•

Three layers of insight.

What do we need

to do to drive

performance?

What does your

audience want

and need?

What does your

brand stand for?

What makes you, you?

Audience Insights.Demographics are a great start, but we need to go way deeper. What

do they want and need from you? What do they care about?

TRUSTED SOURCES

Join the dots between

multiple data sources to

produce fully rounded

audience insights.

IN-DEPTH PROFILING

In-depth profiling –

demographics, geo,

politics, professions,

disposable income etc.

ONLINE BEHAVIOURS

Learn how audiences

behave online. Device

usage, social network

preferences and more.

DEEP INSIGHTS

Unlock additional key insights

such as hobbies, outlook on

life, brand role preferences

and so on.

COMSCORE / GWI / YOUGOV / EXPERIAN / HITWISE / GOOGLE ANALYTICS / PROPRIETARY DATA

Online activities.

What do they want from brands?

Audience self-perceptions.

Social media active usage.

Digital audience personas.

What levers do you need to pull to

drive SEO success?

KEY PERFORMANCE FACTORS

RESEARCH & STRATEGY

STRATEGIC COMPONENTS

MEASUREMENT & REFINEMENT

Performance

insights

SEO PROFICIENCY SCORECARD

Content performance audit.

•

•

•

•

•

•

From insights to strategy…

The internet is

a brilliant place

to hide content.

Content doesn’t work

unless it’s consumed.

CONTENT DISTRIBUTION

Pushing content to the audience

via a blend of owned, earned and

paid channels.

CONTENT DISCOVERY

Creating content in a specific way

to make sure people find it when

they’re looking.

MICRO MOMENTS

Micro-moments occur when people reflexively turn to a device — increasingly

a smartphone or smart speaker — to act on a particular need.

I want to

BUYSomeone’s actively ready to

make a purchase and may need

help – we need to be there to

help them.

I want to

GOThe user is actively looking

to visit somewhere – they’re

looking for a range of ideas

and inspiration.

I want to

DOBefore or after purchase,

those key moments when

people want to get things

done or try new things.

I want to

KNOWExploring or researching but

not yet in purchase mode.

Users want useful information

and inspiration.

Passive moments Active moments

DISCOVERYCreating what the audience

is looking for and making sure

they find it

DISTRIBUTIONCreating what will engage the

audience and pushing it in

front of them

INDIRECTMessaging that is

specifically NOT about

the brand, product or

service

DIRECTMessaging that is

directly about the

brand, product or

service



they find it



front of them



they find it



front of them




service


directly about the

brand, product or

service

Complete

Content

BEST-IN-CLASS PRODUCT CONTENT IN-DEPTH DESTINATION GUIDES

AWESOME ADS! ENGAGING INTERACTIVE TOOLS



they find it



front of them




service


directly about the

brand, product or

service

Complete

Content

“What you want your audience to take away…”

Your brand purpose

Your content theme

Your personality & tone of voice

YOUR KEY CONTENT TOPICS

Functional

ContentBest-in-class, highly

optimized category &

product content that’s

aligned to users’ search

behavior and focused on

driving conversions.

Informational

ContentHighly-relevant practical

and actionable

informational content

which helps our customers

in critical ‘I want to know’

micro moments.

Engaging

ContentInstantly engaging,

talkable, sharable content

designed to be distributed

to the audience via owned,

earned and paid channels

to grab their attention.

Advertising

ContentChannel-appropriate, user-

journey align advertising

creative – from Digital

Display, to DR paid social

ads to brand VOD,

engineered for impact.

Channels & Investment Strategy

Functional

Content.Driving SEO visibility with content.

‘I want to buy’…

The new layout outperformed the original with a:

• 7.1% rise in click-throughs to product pages

• 2.2% rise in overall conversion rate

vs

SOLOPRESS: CRO EXAMPLE

SOLOPRESS: THE RESULTS

Informational

Content.Tapping into ‘I want to know’ micromoments

A HUGE OPPORTUNITY

This is not keyword

stuffed SEO fodder –

it’s high quality brand

content including step

by step how to guides

and glossy video

designed to give users

exactly what they want

and need.

INFORMATIONAL RESULTS

Engaging

Content.Reaching the audience in all the right channels

Leveraging

passion points.

In an age when 40% of millennials use

ad-blockers, more brands than ever

are using engaging content – eg stuff

that isn’t explicitly about the brand,

product or service – in conjunction

with traditional advertising as part of

the marketing mix. Crucially this stuff

has to be something people WANT to

and WILL consume.

THE ULTIMATE US ROADTRIP

THE ULTIMATE

US ROADTRIP

Not only highly engaging but also

incredibly useful, we created an

evergreen resource which

continues to drive authority and

awareness.

It’s a gift that keeps on giving!

Case study.For one of the world’s big four Professional Services

companies, we’re putting this into practice and

delivering major benefits:

• Audience Build: We use your existing data and then layers of contact

enhancement to identify a large but highly-relevant audience pool.

• Marketing Channels: Our insights inform our channel selection. We then

optimise in real-time to ensure effectiveness.

• Marketing Messages: We use insights –and experience – to hone the best

and most effective messaging then refine based on performance.

• Traffic: The off-site activity drives awareness, but also traffic to site –we can

use site tags and other data capture to drive enhanced value from this.

• Results: We measure our performance in line with agreed metrics and feed

this into the next campaign planning process in order to boost efficiency

The results.For our client, we’ve achieved incredible results from a very small investment – generating 210 highly-

relevant leads, including:

• Whitepaper library: 63 leads (£80 CPA)

• Facebook: 99 leads (£22 CPA)

• LinkedIn: 15 leads (£16 CPA)

• Twitter: 6 leads (£33 CPA)

• Head of People, Morrisons PLC

• HR COO, Lloyds Banking Group

• Head of Transparency, Vodafone

• CEO, Camellia PLC

• Director, ABB RoboticsIncluding

Advertising

Content.This is not a case of content vs advertising…

It’s hard to prove

ads work...

But sales at John Lewis are up

37%since they upped their ad game.

And they impact

digital performance

Awareness-driving content – such as ads –

can have a profound effect on the

performance of other channels.

RESULTS

• Branded Search Volume increased by 15%

• PPC conversions increased by 25%

• SEO conversions increased by 38%

Tesco Bank

ROADMAP INSIGHTS

Established products

> 10% clicks reached

Unestablished products

< 10% clicks reached

RANKING DISCREPANCIES

53.7%

22.9% 22.6%19.6% 19.3%

15.7%12.6%

3.4% 1.9% 0.4% 0.3%0%

10%

20%

30%

40%

50%

60%

Life Insurance

Home Insurance

Loans Car Insurance

Credit Cards

Pet Insurance

Travel Insurance

Travel Money

Current Accounts

Savings Mortgages

% o

f ava

ilable

clic

ks

reached

% of available clicks reached

333%

245% 239%

188%169%

111%88% 81%

65%

30% 29%

0%

100%

200%

300%

400%

Credit Cards

Loans Home Insurance

Car Insurance

Pet Insurance

Travel Money

Current Accounts

Travel Insurance

Life Insurance

Mortgages Savings

% b

rand +

pro

duct

searc

h v

olu

me v

s. t

op 3

Brand + keyword search volume – relative to market

CONSUMER AWARENESS

189%

65%

0%

50%

100%

150%

200%

Established products Unestablished products

Avg

. %

bra

nd +

pro

duct

searc

h v

olu

me v

s. top 3

Brand + keyword search volume – relative to top 3

CONSUMER AWARENESS



they find it



front of them




service


directly about the

brand, product or

service

Download

the ebook.

stickyeyes.com/completecontent

Thanks.

@Danny_Blackburn

@stickyeyeswww.stickyeyes.com

hello. · the results. for our client, we’ve achieved incredible results from a very small...

Documents